Ireland: Reduce Your Use

Target audience: The campaign initially targeted all Irish citizens but introduced a secondary message for at–risk populations, including renters, single parents, people with disabilities and the elderly, as well as a campaign strand targeted specifically at businesses. This change of focus occurred in response to the results of a consumer tracker. A key purpose of the campaign was to ensure that the government was actively listening to the public; understanding and responding to their needs and concerns to determine the most useful advice and information in relation to the evolving energy situation. A nationally representative group was surveyed on a fortnightly basis from October 2022 to March 2023 to test response to messaging and consumer sentiment.  Based on the results, the government identified particularly vulnerable cohorts and readjusted the campaign to specifically support households in (or at–risk of) energy poverty.

Objectives and message: The primary objective of the campaign in the initial stages was to reduce energy use across all sectors to protect the national grid. As energy costs and general cost of living increases began to impact on the public, focus shifted to the financial assistance and supports available for those struggling with energy bills. The surveys carried out were a

lso used to inform the messaging used. People indicated seeking practical advice on how to reduce their energy use​, that they were worried about energy costs, and needed reassurance about support measures. A balanced message focused on reducing bills and staying warm and well was therefore developed. The campaign strategy was informed by best practices in crisis communications, advice from a strategic creative agency, and research and analysis from behavioural insights supported by the Department of the Environment, Climate and Communications. 

Resources: A team of three worked on energy communications in the Department, including the development of the “Reduce Your Use” campaign. A creative agency was hired to develop the approach and messaging, while a media agency created an effective media plan and partnerships. An Energy Security Communications Subgroup was formed to contribute to the development of the campaign, which included transmission and distribution system operators, the Regulator, and other government departments responsible for energy, including the Sustainable Energy Authority of Ireland who support each phase with behaviour change activities. 

The most important lesson: Prior to the campaign, there was no relevant energy consumer data or research to refer or to inform the communications. This needed to be instigated. Identifying key target groups and ensuring they received the right message at the right time and at the right place was key. Using targeted messaging helped reach more vulnerable customers directly. It proved important to refresh the message at regular intervals, avoid patronising and directive language, and translate the message to reach all population groups. Testing ads using specific questioning proved to be useful in this regard.